Pizza Hut launches pasta with tongue-in-cheek ‘Italian approval’ campaign

Challenging tradition with humour

The campaign accompanies Pizza Hut’s new pasta offerings, described as creamy, cheesy and generously sauced—far removed from classic Italian preparations. Aware that traditional Italians would strongly object, the brand chose a different route: engaging Italians living outside Italy, born or raised in countries such as Kazakhstan, Lebanon and Japan, who hold Italian passports but are more open to contemporary food interpretations.